Redds Beer

What fun to find a brand of beer – in Poland !!

Redd’s is a brand of fruit-flavoured beer that was launched in Poland by Kompania Piwowarska (part of SABMiller) in 2000 – initially it was available only in one Apple flavour (green can or bottle – later dubbed Redd’s Apple). Obviously Kompania Piwowarska noticed that many Polish consumers, particularly women, have a habit of adding some juice to soften the bitter taste of traditional beer. Therefore Redd’s was a perfect answer to consumer’s need for a beer without bitterness.

Now Redd’s enjoys the position of the market leader in the category of flavoured beer with over 50% market share and about 1.4% of the total beer market in Poland. The first TV campaigns of Redd’s communicated the exotic and foreign nature of the beer (the brand was adapted from South Africa). At the time, Redd’s pay-off said: Not a shadow of bitter taste.